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Salesforce in Leisure and Hospitality


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Leisure & Hospitality Event: Get Ready for a New Kind of Customer Success

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Salesforce in Leisure and Hospitality

  1. 1. Get Ready for a New Kind of Customer Success Salesforce in Leisure and Hospitality
  2. 2. Agenda ​8:30 – 9:00 – Registration ​9:00 – 9:10 – Welcome and Introductions ​9:10 – 9:30 – Salesforce within Leisure & Hospitality ​9:30 – 10:00 – Customer Journey ​10:00 – 10:30 – Customer Story – TravCorp ​10:30 – 11:00 – Roundtable discussion ​11:00 – Close and Networking
  3. 3. Cloud & Crowd Strategy | Mobile Development | Technology Implementation | Systems Integration Management Consulting | Change Enablement Who Is Appirio ? More than 3.5 million users and 900 enterprises moved to the cloud
  4. 4. Forward Looking Statements ​Safe harbor statement under the Private Securities Litigation Reform Act of 1995: ​This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. ​The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. ​Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.
  5. 5. Recent Experience…
  6. 6. Salesforce Overview
  7. 7. CloudMainframe 1960s 1980s Client/Server Today New Technology Model New Business Model New Philanthropic Model Cloud Computing Revolution
  8. 8. New Technology Model ​Multitenant cloud Fast innovation ​Scalable metadata platform Rapid customization ​Most trusted enterprise cloud Security | Availability | Performance 70%faster time to market
  9. 9. World’s Most Trusted Enterprise Cloud Trusted Security Always on Availability Performance at Scale Global Data Centers Enterprise Compliance Five elements of trust 79% YoY Transaction Growth 99.98% FY15 Availability 11 Global Data Centers 234B Q2 Transactions 3.5B Transactions/da y
  10. 10. ​Subscription pricing ​Customer Success Group ​Broad ecosystem and community New Business Model ​Focused on Customer Success 37%increase in customer revenue growth
  11. 11. New Philanthropic Model ​1-1-1 Model 1.1M+ Service Hours 1% Time $100M+ Grants 1% Equity 26K+ Nonprofit Organizations1% Product $250M Donated Product
  12. 12. 2013 • 2014 • 2015 2008 • 2009 • 2010 2011 • 2012 • 2013 2014 • 2015 2011 • 2012 2013 • 2014 2015 Most innovative companies in the world $1.6B Q2 FY16 revenue 17K Employees 6th Largest Software Company in the World Today
  13. 13. recommend Salesforce to others 88% Salesforce Customers are Our Strongest Advocates will continue to use Salesforce in the future 93%
  14. 14. Get Ready for a New Kind of Customer Success
  15. 15. Salesforce in your industry Leisure & Hospitality
  16. 16. What are we hearing in the industry It’s hard to keep customers coming back…too many alternatives We don’t know our customers well enough Maintaining standards across sites is a huge effort We want to increase customer spend on site How do we specifically target high value customers? How do we engage with our customers online and on mobile?
  17. 17. Mobile Revolution ​Run your business from your phone 6B+smartphones by 2020
  18. 18. 1Bdaily Facebook users social media users by 2020 3B+ Social Revolution ​Engage your customers in a whole new way
  19. 19. IoT Revolution ​Everything is connected in the internet of things connected things by 2020 75B
  20. 20. Behind every thing is a customer product toothbrush car device thermostat watch IoT Data Science Social Mobile Cloud Customer Revolution ​Welcome to the Internet of Customers
  21. 21. Your company of customer data has been analyzed1< % 77% of customers are not engaged with companies The Customer Gap Your customers IoT Data Science Social Mobile Cloud
  22. 22. Leisure & Hospitality Experiences Target new clients by knowing their preferences, and then use and enrich these preferences to retain their custom In a market where customers can’t differentiate between services, develop unique services and engagements to strengthen the pull of your brand Develop a 360 view of your customer and each touch point with your brand and services Maintaining standards and brand across service outlets Facility Management Auditing Sharing best Practice Selling the ‘extras’ that drive profit margin Raising offering awareness Targeted marketing Service Development 1. Attract & Retain 2. Customer Visibility 3. Brand Strengthening 4. Service & Franchise Management 5. Service Upsell Addressing customer requests and complaints quickly Single view of customer Multi Channel Self Service Community 6. Member Relations
  23. 23. Sales Service Marketing Community Apps Analytics How do I quickly build out custom apps? How do I identify my target audience? How do I drive more sales across all channels? How do I keep customers continually engaged with my brand? How do I drive conversations around my service? How do I quickly address customer requests? for Leisure & Hospitality
  24. 24. Engaging with Customers Delivers Success + 45% Customer satisfaction + 55% Faster deployment Customer retention + 45% Increase in sales + 37% MarketingROI + 43% Source: Salesforce Customer Relationship Survey conducted March 2015 - May 2015, by an independent third-party, Confirmit Inc., on 4,600+ customers randomly selected. Response sizes per question vary. Average Percentage Improvements Reported by Salesforce Customers
  25. 25. A Toro Travel Customer Journey ​Jon Bland ​Salesforce Marketing Cloud
  26. 26. Meet Ben ​36 years old ​Engaged ​No kids ​Works as an engineer ​Time poor
  27. 27. At home browsing the web ​Looking for a winter break offering beach and sun ​Comes across Toro Travel ​He likes the imagery and is offered the opportunity to provide an email and mobile number to get relevant offers which he provides Explore | Contact | Book | Destinatio Feel free to tell us who you are and we’ll try to keep this relevant: Name: Email: Mobile:
  28. 28. Personalised email follow up ​Toro Travel is already starting to build up a picture of Ben and his needs ​They send a personalised email to Ben tailored to his specific interests including the link to the app. View online version Trip Exrtas | Experience | Blog | Help Get away this winter to a tropical paradise Ben, get away this winter to a Tropical Paradise
  29. 29. Mobile follow up ​A few days later Ben receives a mobile follow up ​A link is provided to a mobile booking site He follows the link and clicks on the prompt to download the app Contact59545Messages Ben, check out our exclusive offers on holidays to the Bahamas – don’t forget to download the app
  30. 30. Downloads App ♫Music 7 Calenda r Thursday Twitter CameraPhotos 9:41 AM 100%ET NTO ​Ben is providing Toro Travel with further information about the way he wishes to communicate
  31. 31. Push Message ET 5:00 pm 5:00 Tuesday, January 7 Toro Travel now Watersports package including Jet Ski hire now included in all bookings slide to view ​Relevant messaging delivered through the channel he’s indicated as a preference ​Ben slides through to the app giving him the option of booking on his tablet
  32. 32. Push Message ET 5:41 pm ​Relevant messaging delivered through the channel he’s indicated as a preference ​Ben slides through to the app giving him the option of booking on his tablet which he starts to do… ​…before unexpectedly having to abandon his browsing session… Explore | Contact | Book | Destinati
  33. 33. Facebook advertising ​Having left his booking half way through, Toro Travel now push Ben into an abandoned cart journey in order to re-engage. ​Part of that journey includes the ability to target through social. 100%ET 9:41 AM Search Toro Travel Sponsored 5 minutes ago Holidays in the Bahamas 6 Likes Like Comment Share News Feed Book your winter break in the sun now
  34. 34. Mobile Twitter Post ​Ben loves his holiday and is happy to tweet from the beach directly to the people who helped make it happen. ​A great opportunity for Toro Travel to recognise and respond and to build the relationship engendering loyalty and likely securing future business. Home 100%ET 9:41 AM Ben Meadows @StanMeadows @ToroTravel amazing holiday!!! Timelines Notifications Messages Me Toro Travel @ToroTravel Hi @BenMeadows, glad you’re having a brilliant time!!
  35. 35. Push Message ​Final stage of the customer cycle, push message to provide feedback based on his experience. ​Valuable both from the perspective it helps to assess customer satisfaction but also another opportunity to remain engaged and relevant. 7:30 Tuesday, February 18 Toro Travelnow Ben, welcome home. Complete the survey and we’ll send you a free bottle of bubbly to help with those post holiday blues. slide to view 7:430pm 100%ET
  36. 36. Research & Tracking Personalised Email Personalised Push Facebook Advertising Brand Advocate Ben’s Customer Journey Personalised SMS
  37. 37. Four Questions Do you know who your customers are? Where are they in their journey? Are you engaging and moving them along the journey? Are you measuring the impact on your business goals?
  38. 38. Create a Contextual View of Your Customers
  39. 39. Track Where Your Customers Are in Their Journey
  40. 40. Engage with Your Customers as Individuals
  41. 41. Measure the Impact on Your Business
  42. 42. Marketing Cloud ​The Platform for 1:1 Customer Journeys ​Build a single view of the customer ​Plan and optimize the customer journey ​Deliver personalized content across every channel and device ​Measure the impact on your business Journeys Contacts Content Channels Analytics Apps
  43. 43. Powering Success in Every Industry Technology Financial Services & Insurance 3.1B API calls in a month 100TB stored by a single customer 21B messages sent in a month 99.96% product uptime Travel & Hospitality Internet & eCommerce ™ Retail/CPG Communications & Media
  44. 44. Customer Story TravCorp
  45. 45. The Travel Corporation Marketing Cloud – Our Journey
  46. 46. Jon Pickles – Global Director: 360 Engagement @picklesjon Mobile: +44 (0) 7478 683016
  47. 47. Who are we? A family of more than 45 brands
  48. 48. Our journey ​Exact Target since 2012 ​Replaced MSCRM on Premise with Salesforce August 2014 • Data take on 3 global brands June 2014 – July 2014 • Global Sales Team live August 2014 • Global Marketing teams live (Salesforce Marketing Cloud) Feb 2015 • Call Centre and Lead Nurture live November 2015 – Feb 2015
  49. 49. It’s all about the Data 1.8m+ bookings 1.3m+ customer records 90k+ prospects (RAB, RAQ, eNewsletters) 1.3m CTQ (Customer questionnaires) 700k pre-registrations Single Customer View Marketing Consent
  50. 50. Marketing Cloud
  51. 51. Lead Nurture programme CALL CENTRE LEADS WEB PHONE CTQ Take Ownership Opportunity WONLOST Lead nurture
  52. 52. Google 5 stages of travel Pre During Post
  53. 53. Lead nurture – post booking creation
  54. 54. Marketing Cloud Analytics
  55. 55. What next? ​Social Studio – Social is at the heart of our business ​Website integration – driving customer journeys ​Call centre/web lead nurturing programme
  56. 56. Social Studio - Radian 6
  57. 57. Journey builder 1:1 customer journeys
  58. 58. Summary: How did we do it? ​Get senior exec buy in – it helps! ​Get the data right ​Move fast and break things ​Fail early ​Keep it simple ​Keep testing and stick to what works
  59. 59. Next Steps…
  60. 60. Upcoming Events – Dreamforce To You ​London • 3rd November • Kings Place • Register here ​Birmingham • 12th November • The Studio • Register here ​Manchester • 17th November • The Castlefield Rooms • Register here
  61. 61. Roundtable Discussion
  62. 62. We connect the dots one level at a time
  63. 63. Organizations have the tools, but are failing
  64. 64. thank y u